Doodles

Meet the new and improved Doodles the Rooster – Chick-fil-A’s classic mascot is back with top-tier merchandise with a splash of nostalgia!
Chick-Fil-A

Drawing from Heritage to Remake a Classic Mascot

Chick-fil-A’s remarkable success, often earning the top spot in customer satisfaction rankings, has a rich history of brand evolution. Before the famous cows became the face of the company, Doodles the Rooster stood as the original mascot, representing the slogan, “The best thing that ever happened to Chicken.” However, as the 1990s arrived, Doodles stepped aside, making way for the iconic cows and a new chapter in the brand’s story.
Refreshing a brand mascot is a process that blends creativity with precision. When I had the opportunity to invigorate Doodles, the beloved heritage mascot for Chick-Fil-A, it was clear that this wasn’t just about giving the mascot a new look—it was about creating something versatile and timeless for the brand’s heritage celebration.
Client

Chick-Fil-A

Agency

Chick-Fil-A’s In-House Agency

Illustration

Justin Gammon

vintage Illustration of a cheerful cartoon chicken character wearing a red T-shirt with the word 'Doodles' on it, confidently walking against a tan background. Illustration of a cheerful cartoon chicken character wearing a red T-shirt with the word 'Doodles' on it, confidently walking against a light blue background.

Chick-Fil-A | Doodles Mascot: Before & After

Chick-Fil-A | Doodles Vintage Mascot Costumes

Throwback to Chick-fil-A’s First Mascot

Doodles Ruled the Roost

Before the iconic cows took the spotlight, Chick-fil-A’s beloved Doodles was the original mascot. With his distinctive costume—complete with tights, a head comb, beak, and tail feathers—Doodles charmed fans and appeared in everything from kids’ menus to activity books. Though he stepped aside to make way for the famous cows, Doodles still has a special place in the Chick-fil-A logo, represented by the letter “C.” A true testament to the brand’s rich history and evolution!

A sketch of a cartoon chicken character in various playful poses. The chicken is drawn in black and white, wearing a shirt. The poses include: jumping with arms and legs spread, standing with hands on hips, waving with one hand, sitting with legs extended, and walking with one leg lifted. The background is a light beige color. A cartoon character resembling a chicken in various playful poses. The chicken is wearing a red shirt with "Doodles" written on it. The background is a solid teal color. The chicken is depicted in five different actions: jumping with legs spread and arms outstretched, standing with hands on hips, waving with one hand, sitting with legs extended, and walking with one leg lifted.

Chick-Fil-A | Doodles Mascot Sketches-to-Illustrations

Sketching the Digital Transformation of an Icon 

Doodles for Doodles

The refresh of Chick-Fil-A’s mascot, Doodles, started by sketching a series of dynamic and versatile poses that capture his personality. These sketches were then brought to life digitally, ensuring that every detail was crafted in vector format. This approach made the artwork fully scalable, ready to be printed and applied at any size or medium.

Chick-fil-A’s Mascot Makes a Stylish Comeback

Classic Mascot for Modern Merch

The refreshed Doodles didn’t just stay on paper. The new mascot artwork became a centerpiece in Chick-Fil-A’s corporate office, featured prominently as a wallpaper mural. Beyond that, Doodles was everywhere—embroidered on hats and shirts, printed on coffee mugs, sticker packs, and keychains, and even found on ink pens, buttons, and more. This comprehensive application ensured that the refreshed mascot not only celebrated the brand’s history but also became an integral part of its future, connecting with customers in new and exciting ways.

Chick-Fil-A | Heritage Doodles Hat and Shirt

A black baseball cap with a felt texture, featuring an embroidered cartoon chicken head logo on the front. The chicken has a red comb, white feathers, and an orange beak. On the side of the cap, the number "67" is embroidered in white. The cap has a curved brim and is shown against a light background.

Chick-Fil-A | Heritage Doodles Wool Hat

A white ceramic mug with steam rising from it, featuring a colorful cartoon chicken character in a dynamic pose, wearing a red shirt with "Doodles" written on it. The mug is set against a solid red background, emphasizing the playful design.

Chick-Fil-A | Heritage Doodles Coffee Mug

A person wearing a white sweatshirt with "CHICK-FIL-A" written on it in red letters. They are also wearing a black baseball cap with a cartoon chicken logo on the front and the number "67" on the side. The person is adjusting the cap with both hands.

Chick-Fil-A | Heritage Doodles Sweatshirt and Wool Hat

A round pin badge featuring a cartoon chicken head with a white face, red comb, and yellow beak. The badge is set against a turquoise background.

Chick-Fil-A | Heritage Doodles Pin

A stack of cartoon chicken character stickers with a red shirt reading "Doodles." The character is depicted in various dynamic poses, with white feathers, orange beak, and feet, and a red comb. The background is a solid dark gray color.

Chick-Fil-A | Heritage Doodles Stickers

A modern, minimalist lounge area with two white armchairs and two round white side tables. The back wall is decorated with a large cartoon chicken character in a dynamic pose, wearing a red shirt with "Doodles" written on it. The wallpaper behind features a repeating pattern of smaller, similar cartoon chicken characters, creating a playful and whimsical atmosphere. There is a large window to the right, allowing natural light to illuminate the room, and a green plant adds a touch of nature to the left side of the space.

Chick-Fil-A | Heritage Doodles Wallpaper Concept